Marketers doing Digital down the road

From Kern Lewis

Digital will be funded at the expense of traditional communication channels.

Dec. 16, '09
510-329-8155

Greetings!

Our busy friends at Forrester Research have come out with another interactive marketing survey that confirms the trend in Marketing to fund new media initiatives at the expense of old. Print budgets, in particular, look to take a hit in 2010 as marketers place more emphasis on digital media.

Find a good summary from Media Post here.

Highlights of the report:

Interactive marketing will represent 21% of all marketing spend by 2014.
The recession is accelerating the shift to interactive, mobile media, and social media.
A full 60% of respondents said they are boosting their interactive budget by shifting money from other media:

40% will take money from direct mail
35% from newspaper media
28% from magazines
Only 12% said TV will get cut.

Read more on this on my blog post.

On the flip side, in defense of the print world, here is a list of the reasons you should keep print in your marketing portfolio. These are popping up with great frequency as the print industry looks to protect its market share!

As always, my opinion melds the two positions. Niche print publications that have great loyalty should remain strong candidates for your branding campaigns. The national publications (aside from the gossip mags) should be viewed more skeptically today vs new media options.

(If you need guidance with media planning, give me a call.)

News that is NOT News

This just in: Women are the shoppers in our society!
"Even though women will soon outnumber men in the workplace, they are still largely responsible for purchasing food and other items used by the entire household," according to data from Mediamark Research & Intelligence (MRI).
OK, we knew that.
What is the News within the News?
The report demonstrates that the percentage of households in which the women do the shopping has dropped from over 85% to about 75%. So, you could say that the number of men pitching in to help with household shopping has jumped by 66%, a whopping increase since 1989!
This is why statistics are always taken with a grain of salt.

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